Fierce competition, unpredictable consumers, rapidly changing technology … the Covid-19 pandemic has created far more work for creative content teams. In this context, the sustainability of brands depends on their ability to innovate to overcome the challenges of the moment.
“The secret is to respect the consumer. You are interrupting their life. All advertising is unwanted, so if you want to invite yourself to the party, bring champagne! “This is one of the quotes that marked the opening conference of the first day of the Digital Brunch.
It is from George Mohamed Sharif, CEO of the Buzzman agency, one of the most influential creative directors of the moment, winner of several “Effie France” awards, the only award that rewards communication for its effectiveness. He is the winner of the Effie 2021 grand prize with the “Order at McDonald’s” campaign.
After the postponement of last December, due to the pandemic, the 7th edition of the Digital Brunch returns with the slogan “Activities in advertising creativity”, in a hybrid format, to the delight of marketing and advertising professionals, and other agencies creative.
And rightly so! Established as a quarterly meeting, the Digital Brunch invites industry experts to discuss and build the strategies of tomorrow, on the sidelines of the digital transformation process of companies.
“Today, the Digital Brunch has established itself as a major marketing and networking event in Morocco, the Middle East and Africa. Our ambition is to be able to develop this concept into a national and regional content platform. We are happy to see that Digital Brunch is opening up to other regions and being exported to attract renowned speakers and experts. Our ambition is to continue this progress, ”says Hassan Rouissi, founder of the TNC-thenext.click group.
The event, organized by TNC-thenext.click, Mediamatic and Gear9 agencies, aims to create an exchange platform between national and international experts on the effectiveness of advertising creativity where bold creativity is difficult to reconcile with a lasting commercial impact. However, this is what is needed to achieve true marketing effectiveness.
Indeed, “if creativity isn’t effective, it’s just a short-term hurdle on the brand’s radar. If effective work isn’t creative, it’s a short-term solution to momentary and progressive income, ”explains Ouaissi Quods, Director of Creative Planning at TNC-thenextclick.
In fact, when creativity is effective, marketing communication can have a huge impact on companies, people and even the world. Take, for example, an advertising campaign by the Carrefour group that gave a place of honor to the quality of food and contributed, with the levers available to the brand, to the food transition by emphasizing the requirements in terms of supply and favoring organic farming in a perspective to make “better eating” accessible to all.
Several authors point out that the value of creativity is all the more important when brands are exposed to a very complex environment: stiff competition, unpredictable consumers, rapidly changing technology. Their sustainability depends on their ability to create and innovate to overcome certain challenges. This is why this lever is increasingly becoming a factor of growth, dynamism, improvement of the brand image, both at the level of companies and nations.
Bottom Line: Many marketers have realized that brands can’t exist without recognizing the role they can play in consumers’ lives. It has also become clear that with so many of them wanting to be goal oriented, in order to gain the trust and minds of consumers, they need to be true to what they stand for. This means that the brand must act and deliver on its promises, with a real and tangible goal.
The impact creativity can have on performance of the company
A recent study, commissioned by Adobe to Forrester Research, sheds light on the subject and establishes a strong correlation between creativity and key corporate performance indicators. Businesses that improve creativity grow revenue faster. 58% of “creative” companies saw their turnover grow by more than 10% between 2018 and 2019, while only 20% recorded this growth for companies that are less so.
With larger market shares, creative companies are 1.5 times more likely to be leaders in their industry than less creative ones. 69% of creative companies appear in the top rankings of “good companies to work for” compared to only 27% of less creative companies. This allows you to attract talent, fostering a dynamic and empowering work environment. Some brands have successfully harnessed the power of purpose-oriented positioning.
The 2019 report from Effie and global market research specialist Ipsos proved it: Communicating brand purpose can be a big driver of effectiveness if the underlying position is credible.
The impact of Covid-19 on the creative effectiveness of businesses
The pandemic has created a lot more work for creative content teams. Over 50% of marketing executives surveyed said they were busier than ever after the Covid-19 crisis in March 2020.
Research on creativity deals with the creative process, the characteristics of individuals and the context. For the organizers of the meeting, the context of the health crisis is conducive to creativity. It creates a sense of urgency, it motivates us and pushes us to take back roads to respond to the exceptional.
During the pandemic, the lines between brand building and performance marketing have been blurred, with creative effectiveness becoming more and more relevant as consumers make purchasing decisions faster and faster. This environment has allowed companies to move more online and consumers to become increasingly concerned and demanding.
Ultimately, marketers should, more than ever, invest in content marketing because it allows for a boost in trust and a growth in authenticity. Despite the pressure exerted to produce continuous content, it was necessary for brands to maintain creative quality, because according to the analysis of Kantar (a research and consulting firm), creative quality determines 50% of the success of brand campaigns.
Modeste Kouamé / ECO Inspirations